The growth and cost-effectiveness of “Ambush Marketing” has driven offical sponsors of the Olympics to push for a ban. Luckily for them, China has a well established system for clamping down on all things lacking government approval. China has banned athletes from bringing their own drinks to events and will take over all prominent advertising locations, allowing only promotional material carrying official sponsorship.
The Economist reports:
Ambush marketers have replaced hooligans as the villains of sporting events, because they undermine official sponsors, which are the main source of revenue in some sports. The stakes are highest at the Olympics. This year 12 firms, including Coca-Cola, Samsung and Visa, have paid a total of $866m to be official sponsors of the Beijing Olympics—and they want exclusivity.
Playing the Game
Image Courtesy of Robert F. Bukaty – Associated Press via The Big Picture
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